HOW LUXURY BRANDS CAN CREATE VALUE FOR THE LONG TERM
With “luxury” used to label everything from cars to cookies, how can we understand the value of luxury brands beyond their familiar claims to heritage, service and craftsmanship? Faced with savvier, more exigent consumers, what does it mean to be a luxury brand today?
Real Luxury examines luxury brands from new economic, sociological and psychological standpoints. With an outsized influence on the way people think and act, luxury can encourage and promote the highest standards of design, production, communication and behavior. By turning their universe of conspicuous consumption into one of intelligent demand, luxury brands can make the true meaning of luxury central to their business.
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